Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How to Make eCommerce Product Pages Content Unique

305 views

Published on

Actionable ways to combat one of the biggest eCommerce SEO issues: duplicate product pages.
I'll talk about the 3 most common issues and how to solve them

Published in: Marketing
  • Be the first to comment

How to Make eCommerce Product Pages Content Unique

  1. 1. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020 How to Make eCommerce Product Pages Content Unique
  2. 2. • eCommerce & Technical SEO consultant • I help businesses thrive online and get traffic and sales they deserve • Creator of the SEO Challenge Course • International speaker • Quarantine doll houses builder Kristina Azarenko
  3. 3. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020 10+ years of digital marketing experience achieved 1044% ROI with paid ads… and even higher with SEO
  4. 4. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020 Featured on
  5. 5. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020 “By 2040, around 95% of all purchases are expected to be via eCommerce” (Source: Nasdaq) Originally shared by me here bit.ly/8-step-eCommerce
  6. 6. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020 It seems we’re already living in 2040, right?!
  7. 7. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020
  8. 8. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020 Types of Pages on an eCommerce Website
  9. 9. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020 Homepage Categories Products
  10. 10. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020 Homepage Categories Products
  11. 11. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020 3 Issues with Product Pages
  12. 12. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020 Almost identical products found on different URLS (e.g. colors) The same product found in different categories Products with original manufacturer’s description 1. 2. 3.
  13. 13. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020
  14. 14. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020
  15. 15. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020 So how do we fix that?
  16. 16. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020 Create high-quality product pages with unique content so that you stop burning money
  17. 17. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020 Yay!Yay!Yay!
  18. 18. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020 Issue 1: Almost identical products found on different URLS
  19. 19. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020 • Colors • Sizes • Material • Other product options Issue 1: Almost identical products found on different URLS
  20. 20. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020 /t-shirt-blue /t-shirt-green /t-shirt-pink /t-shirt-purple Issue 1: Almost identical products found on different URLS
  21. 21. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020 Solution: Create separate pages for product options only if there’s a demand for that. Otherwise, create only one product URL and list all options there
  22. 22. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020
  23. 23. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020
  24. 24. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020 Issue 2: The same product found in different categories
  25. 25. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020 site.com/women/ t-shirts/v-neck- slim-fit-top.html site.com/t-shirts/ women/v-neck- slim-fit-top.html
  26. 26. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020 Solution 1: Remove the category indication from the URL
  27. 27. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020 site.com/products/ v-neck-slim-fit-top.html site.com/products/ v-neck-slim-fit-top.html
  28. 28. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020 Mind the internal links: they should point to the canonical version of the URL Pro Tip:
  29. 29. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020 Solution 2: Choose a canonical product version and make other product variations point to it
  30. 30. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020 site.com/women/t-shirts/v-neck-slim-fit-top.html site.com/t-shirts/women/v-neck-slim-fit-top.html Canonical to
  31. 31. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020 Issue 3: Products with original manufacturer’s description
  32. 32. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020
  33. 33. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020 Solution: Find the ways to stand out!
  34. 34. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020 1. Customer Reviews
  35. 35. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020 2. Customer Photos
  36. 36. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020 3. Customer Questions & Answers
  37. 37. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020 1. 2. 3. Almost identical products found on different URLS (e.g. colors) All product variations are found on a single URL The same product found in different categories Products with original manufacturer’s description Remove the category indication from the URL Choose a canonical product version Find the ways to stand out (reviews, QAs, etc.)
  38. 38. Kristina Azarenko @azarchick | @TurnDigi #TurnDigi2020 Subscribe for eCommerce Newsletter: bit.ly/8-step-eCommerce
  39. 39. @TurnDigi #TurnDigi2020 Thank you! azarchick Kristina Azarenko • eCommerce & Technical SEO Consultant • Founder of MarketingSyrup • Creator of the SEO Challenge course

×